TY  - BOOK
AU  - Aniezue,Chioma Goodness
AU  - Adebayo,Tomiwa Sunday
TI  - THE IMPACT OF IMPLICIT AND EXPLICIT KNOWLEDGE OF CUSTOMERS ON BUYING BEHAVIOR. A CASE STUDY OF THE CUSTOMERS OF DANGOTE CEMENT COMPANY IN NIGERIA
PY  - 2024///
KW  - Business Administration
KW  - Dissertations, Academic
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
N2  - Consumer knowledge is when a business carefully studies customers to learn about
their wants and needs. Consumer knowledge plays a crucial role in enabling a company
to effectively match its business operations with the expectations of its customers.
The research design utilized in this study was the quantitative method. The study
utilized the Cochran method to calculate the sample size for an unidentified population
with undetermined proportions, and a final sample of 369 was used. A questionnaire
was used to collect the data from the customers, and the data collected was analyzed
using the Stata program.
The study found that Implicit knowledge had a positive and significant influence on
the customer's planned behaviour, and explicit knowledge displayed a positive and
significant influence on the customer's planned behaviour. It was found that the gender
distribution of the customer had a negative and significant influence on customerplanned
behaviour. It was revealed that the customer's educational level had a negative
and insignificant influence on customer-planned behavior. The investigation revealed
that the age group had a negative and significant influence on customer-planned
behaviour, and Marital status had a positive and significant influence on customerplanned
behaviour.
By gaining a grasp of the requirements and preferences of their target audience,
Dangote Cement Plc may develop a more profound connection with that audience.
Gaining insights into customer knowledge might provide valuable information for
making judgments regarding competitive positioning. Managers can strategically
place products according to clients' expected degree of knowledge and highlight
features that strongly appeal to the intended audience. Considering the growing
significance of online platforms, managers can utilize social media and online presence
to effectively share explicit knowledge, interact with clients, and establish a
community. It is crucial to consider this aspect while trying to engage customers with
different expertise levels
ER  -